For years, out-of-home (OOH) advertising was considered a less measurable medium than its digital counterparts. While the impact of billboards, transit ads and digital screens on brand awareness was undeniable, quantifying their precise contribution to marketing goals seemed impossible. But the landscape is rapidly changing. We're entering an era where OOH is becoming increasingly measurable, offering advertisers a clearer understanding of its value for marketing and the marketing mix.
Several key technologies are contributing to this evolution:
The rise of digital screens has opened up a wealth of possibilities for data collection. DOOH platforms can now track ad playout, dwell times and even audience demographics through anonymized data sources like mobile location data. This allows for more granular reporting and a better understanding of who is seeing your message and for how long.
By leveraging anonymized location data from smartphones, advertisers can gain insights into audience movement patterns, understand who was exposed to an OOH ad, and even track post-exposure behavior, such as website visits or store foot traffic. This closes the loop between seeing an ad in the real world and taking action in the digital or physical one.
The integration of programmatic buying platforms into DOOH allows for more targeted and data-driven ad delivery. Advertisers can now leverage audience segments and trigger campaigns based on real-world events or conditions, making their OOH spend more efficient and measurable.
Advancements in computer vision and artificial intelligence are enabling more sophisticated audience measurement. Cameras integrated into or near OOH displays can analyze audience demographics, attention levels and even sentiment (in an anonymized and privacy-respecting manner).
While not entirely new, these technologies are being integrated more strategically with OOH campaigns to bridge the offline and online worlds. Beacons can trigger mobile notifications to nearby users who have been exposed to an ad, while QR codes offer a direct call to action and trackable engagement.
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The growing ability to measure OOH effectiveness offers significant advantages:
Data-driven insights allow advertisers to target specific audiences based on their real-world behavior and demographics, ensuring their messages reach the right people at the right time and place.
Real-time data and analytics enable advertisers to monitor campaign performance and make adjustments on the fly, optimizing creative, scheduling and location for better results.
“The best vision is insight."
– MALCOLM FORBES
With concrete data on reach, frequency and even conversion metrics, advertisers can more effectively demonstrate the value of their OOH campaigns, cementing their place in marketing and the marketing mix.
Measurable OOH allows for better integration with other marketing channels, creating a more cohesive and impactful customer journey. By understanding the role OOH plays in driving online and offline actions, advertisers can build more effective omnichannel strategies.
The increased transparency and data availability hold the OOH industry accountable for delivering results, fostering trust and encouraging further investment.
The journey towards fully measurable OOH is ongoing, but the progress made so far is undeniable. As technology continues to evolve, we can expect even more sophisticated measurement tools and deeper insights into the impact of OOH advertising on marketing and the marketing mix. This will empower advertisers to leverage the unique strengths of OOH – its ability to reach vast audiences and build brand awareness – with the precision and accountability they demand.
+ Learn what role OOH ads should play in your marketing mix.
The days of OOH being solely a "brand awareness" play are fading. We are entering an exciting era where OOH is a data-driven, measurable and integral part of the modern marketing mix, offering tangible results and a clearer understanding of its powerful impact on consumer behavior.
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